How to get on a podcast to grow your business

Kajabi lets you easily embed a podcast on your website and direct listeners to landing pages for your online courses or products. But you don’t have to have your own podcast to get the benefits of that. 

Guest appearances on podcasts are a proven way to grow your business. They build brand awareness with an established audience and can boost your reputation as an expert in your industry. 

Keep reading to learn four tips for getting on popular podcasts in your industry, so you can grow your business and elevate your status as a thought leader.

1. Target the right podcast

You won’t benefit from appearing on just any podcast. You need to look for podcasts that are a good fit for your brand and message.

A podcast that’s a good fit speaks to your target audience. So when listeners hear your message, they realize your products and services could help them solve their problems. 

The right podcast also covers a topic that’s closely related to your core message. That’s how you’ll gain and hold their listener’s attention.

Create a list of podcasts that are a good fit and that you’d like to be a guest speaker on. Start with the podcasts you already listen to. Then expand your search by browsing podcasts on  iTunes and doing a Google search. 

To connect easily with other podcasters, join a podcasting community like Audry.io or MatchMaker. These communities are designed to connect podcasters with potential guests. 
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2. Research the podcast

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Do some quick research to verify the podcast serves your audience and will give you a good interview. You need to know who the host is and how to pitch your appearance on the podcast.

Here are a few ways to do that.

Visit their website

Learn as much as you can about the person or company behind the podcast.

• Get to know their brand. Does it align with yours?
• Make sure they serve an audience you want to connect with. 
• Validate that they do accept guests.

Tip: Find out if there are any restrictions or requirements for appearing, so you don’t waste their time or yours. For example, Sales Hacker’s podcast only accepts guests who are VPs or above.

Listen to a few episodes

Look for episodes where other guests have appeared and try to answer the following questions:

• Do they always follow the same format with guests? 
• If so, does that format work well for you?
• Do they publish the audio only, or do they publish a video version of the podcast on YouTube as well? 
• Have they already dealt with the topic you want to discuss?
• What are some questions they leave unanswered that you could answer?
• Is there something unique you could offer to their audience?

3. How to speak on a podcast: Make an appealing pitch

Once you’ve validated the podcasts on your list, it’s time to reach out to the host. If the podcast provides information on how to get on the podcast, follow their instructions to the letter.

If not, you can connect in any channel that makes sense. 

Direct message them if they’re in Audry. Send them a direct message if you’re connected with them in social media. Send them an email if you have their email address.

Offer to appear on their podcast

When offering to be a podcast guest, remember that you’re the guest. Don’t make it about yourself. Focus on how you can help the podcaster create a good show.

Here’s a template you can use to pitch your guest appearance:

Hi [host name],

I’ve been following your [podcast name] and really enjoy [a quality of the show that you admire.]

My name is [name] and I’m [your title or description of what you do]. 

[Describe your audience and how they would sync with this podcast.] 

I’d love to be a guest on your show and share my [insights, tips or resources] on [topic]. [Quickly describe how your idea could benefit their audience.]

Of course, I’m open to suggestions if there’s a related topic you’d like me to discuss. 

My background includes [your credentials here]. And I’ve been featured in [name any publications]. I’ve also been a guest on [list other podcasts or references].

As part of my business, [list other accomplishments that demonstrate your expertise].

Looking forward to collaborating with you and serving your listeners.

Warm regards,

Tip: If you host a podcast, suggest a reciprocal arrangement, where you appear on one another’s podcast. That’s a great way to create value for both of you.

Be aware, you won’t always get a response right away. If you haven’t heard back after a few days, it’s acceptable to reach out again. 

4. Be a good guest 

If the podcast host does respond to your pitch, your job is to help the host create a good show. Here’s what you need to keep in mind.

It’s not about you

Don’t make it all about you. And don’t be self-promotional. 

Let the host promote your online course or product. If they ask you to share more about what you’re doing, it will be better received. 

A study by the National Association of Broadcasters found that regular listeners of a podcast have a high level of trust with the host. Almost half of regular podcast listeners follow the host on social media, and 66.1 percent prefer promotions that are read by the host.

Deliver assets on time 

Most hosts will ask you to send them a list of questions you’d like to be asked. They may also want your bio so they know how to introduce you. Send them everything they ask for as quickly as possible.

Be flexible and accommodating. Do your best to accommodate their format, their technology, and their preferred recording time. 

If the podcast is live, be early so they have time to test the tech and make sure it’s working correctly before broadcasting.

Remember, you’re there to help the host provide great content for their audience. The easier you are to work with, the more likely you’ll be invited back or recommended to appear on other podcasts.

Be prepared

Be prepared to talk about anything related to your topic. 

The host may stick to your questions. Or they may veer off topic. On some podcasts, rather than a formal interview, the host will chat with you naturally. 

Note: If you’ve agreed to talk about a particular issue, don’t surprise them with something new. Let the host be your guide.

Promote

Help the host promote your appearance on the show. Let your audience know about it both before and after it goes live. 

• Post it on social media.
• Email your list.
• Promote it in a newsletter.
  

By driving listeners to the show, you help make the podcast a success. That builds reciprocity and increases the likelihood that you’ll be asked back.

Be appreciative

Send a thank you note or email. If you know the host’s physical mailing address, consider sending a handwritten thank you note. 

These simple gestures can help you stand out and stay top of mind.

Using podcasts to grow your knowledge business 

Over the last decade, online entrepreneurs have achieved massive success through podcasts. As a guest podcaster, you can effectively build your audience and improve your online business.

Being a guest on a podcast gives you the opportunity to promote your business. Be sure that, at a minimum, you’re including your website on the podcast and in the show notes.

You can get use being a guest on podcasts for marketing efforts, too. For example, you could offer podcast listeners an exclusive discount on your digital products. Simply use the include Kajabi page builder to quickly build custom landing pages for the podcast audience.

If you're hoping to leverage your own podcast for growth, check out the Kajabi Podcasts feature.
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